Monday, June 18, 2007

Appropriate to Milano and all of Italia, I was greeted with a "Caffè?". An acclimation ritual of sorts. All cultures have lubricants disguised as greetings. Having lived in London, I eased effortlessly into the "cuppa tea?" tradition. And coming from the Starbucks obsessed hustle of New York City, the obligatory coffee was already superimposed in my daily psyche. In Sicily I watched even non coffee drinkers indulge happily in Espresso's, but in Milano I was offered a "Nespresso?" (http://www.nespresso.com/)!

What we see in American is a one-sided representation of "corporate" branding. Because of the scale and fragmented demographic data, America is keen to "dumb down". Lifestyle marketing is something that I thrived on, but I was always aware that what I did professionally, for brands, was meant to offset much larger strategies; to correlate brands with subcultures and emerging trends in order to deter the consumer from the larger media buys, and ultimately provide "cool factor" to a select group of influencers and not the mass consumer. The message was intended to "bubble up" as opposed to "trickle down".

In Europe, corporate brands have more tiers to their products. Exclusive lines if you will. I was surprised that my Nesspresso was Nestle branded...until I saw the packaging and focused offerings!

This is not my childhood cookie dough or cereal brand. This was Milan and I was being given not only choice of blends and uber packaging, but it it was being co-signed by my style conscious and coffee obsessed friends. Although they only drink theirs "short" and of the strongest blend "Nestretto", I was given choice...

M* Steady Eats

Mikesteady : Committed

About Me

Music informed my love of food; a passion that has taken exponential control over my life and propelled me to the Mecca, Italia. Proudly born and raised in Brooklyn, NY I am equal parts a renaissance boy and a progressive purist. My professional background has been driven by all variants of Music. Record store slave, proud intern, project manager, A&R, compiler, groupie, promoter/event producer, dancer, Londoner and lifestyle marketing manager. I dangled from the corporate bridge, one hand firmly planted in the pockets of the artists, chefs, vocalists, promoters, managers, producers, DJ’s, florists and photographers who inspire my life while staring down reticently at the ocean of “possibility” controlled by men in suits. My passion for a broader meaning to life and love hoisted me up and informed my next move. Hone in on food; proudly integrate hospitality, nuance, subtext, color, composition and all the senses into my future trajectory. Open a restaurant, sooner than later! Pay dues, cook, accept discomfort and ultimately shine bright!